Cultural Commodification in Literature & Theory

Cultural Commodification: Etymology, Meanings and Concept

Cultural Commodification:

“Cultural commodification,” a term rooted in critical cultural studies, denotes the transformation of cultural elements into commodities within a market-oriented society. The etymology reveals the fusion of “cultural,” pertaining to the shared practices and expressions of a society, with “commodification,” the process of turning goods or ideas into marketable items. In academic discourse, the concept delves into the commercial appropriation of cultural symbols, practices, or identities, often leading to their reduction to marketable products divorced from their original context. This phenomenon raises complex questions about authenticity, power dynamics, and the impact of capitalism on cultural heritage.

Meanings and Concept:

Aspect	Description
Definition	The process of transforming cultural elements, such as traditions, symbols, or identities, into commodities for commercial gain.
Examples	Cultural appropriation in fashion, the commercialization of traditional rituals, or the sale of ethnic aesthetics as trends.
Impact on Identity	Can result in the commodified culture losing its authenticity and becoming a superficial representation divorced from its roots.
Power Dynamics	Raises concerns about who controls and profits from the commodification, often highlighting disparities in cultural representation.
Consumerism Influence	Reflects the influence of consumerist culture, where cultural products are valued for their market appeal rather than their intrinsic significance.
Ethical Considerations	Sparks debates on the ethics of exploiting cultural elements for profit, especially when it involves marginalized or minority communities.
Globalization Effects	Cultural commodifications is often accelerated by globalization, as cultural products are disseminated and consumed on a global scale.
Resistance Movements	Prompts movements advocating for cultural sensitivity, awareness, and fair compensation for communities affected by commodification.
Cultural Hybridity	Examines the potential blending of cultures in commodification, leading to new, hybrid cultural forms that may challenge traditional identities.
Academic Disciplines	Studied within cultural studies, anthropology, sociology, and postcolonial studies, reflecting its multidisciplinary relevance.

This table encapsulates the meanings and concepts associated with cultural commodification, exploring its definition, examples, impact on identity, power dynamics, ethical considerations, and its intersections with globalization and resistance movements.

Cultural Commodification: Definition of a Theoretical Term

Cultural commodification refers to the process wherein cultural elements, such as symbols, practices, or identities, are transformed into commodities for commercial purposes within a market-driven context. This phenomenon involves extracting cultural significance and recontextualizing it into marketable products, often detached from its original cultural context. The term highlights the complex interplay between capitalism, consumerism, and the appropriation of cultural expressions for economic gain.

Cultural Commodification: Theorists, Works and Argument

Theorist	Works	Argument
Stuart Hall	Encoding and Decoding in the Television Discourse	Hall’s work explores how media and cultural products are encoded with dominant ideologies, shedding light on the commodification of cultural meanings.
Jean Baudrillard	Simulacra and Simulation	Baudrillard argues that in a hyperreal, media-saturated society, cultural objects lose their original meanings and become simulations, contributing to commodification.
Arjun Appadurai	The Social Life of Things	Appadurai’s examination of commodities in a global context includes cultural objects, emphasizing their transformative journey and the cultural implications of exchange.
bell hooks	Black Looks: Race and Representation	hooks critiques the appropriation of Black culture by dominant forces, discussing how it perpetuates racial stereotypes and contributes to cultural commodification.
Edward Said	Orientalism	Said’s seminal work critiques the Western representation of the East, unveiling how it perpetuates stereotypes and participates in the commodification of Eastern cultures.
George Lipsitz	Time Passages: Collective Memory and American Popular Culture	Lipsitz explores how collective memory is commodified through popular culture, impacting cultural identities and perpetuating historical narratives.

Cultural Commodification: Major Characteristics

• Appropriation of Symbols:
  • Example: The use of Native American symbols in sports team logos, as seen in works like Sherman Alexie’s novel “The Absolutely True Diary of a Part-Time Indian.”
• Commodification of Rituals:
  • Example: The commercialization of traditional ceremonies or religious rituals, as portrayed in Isabel Allende’s “The House of the Spirits.”
• Globalization Influence:
  • Example: The spread of Western beauty standards in a global context, depicted in Chimamanda Ngozi Adichie’s “Americanah.”
• Consumerist Culture Impact:
  • Example: The transformation of traditional crafts into trendy, mass-produced items, as explored in Arundhati Roy’s “The God of Small Things.”
• Loss of Authenticity:
  • Example: The dilution of cultural practices when adapted for commercial appeal, evident in Jhumpa Lahiri’s “The Namesake.”
• Commercial Hybridity:
  • Example: The fusion of diverse cultural elements in marketing campaigns, illustrated in Zadie Smith’s “White Teeth.”
• Ethnic Stereotyping:
  • Example: The perpetuation of stereotypes for profit, as seen in Amy Tan’s “The Joy Luck Club.”
• Impact on Cultural Identity:
  • Example: The struggle for cultural preservation amid commodification, explored in Chinua Achebe’s “Things Fall Apart.”
• Resistance Movements:
  • Example: Characters resisting cultural appropriation in Nalo Hopkinson’s “Midnight Robber.”
• Colonial Legacy Reflection:
  • Example: The examination of cultural commodification as a consequence of colonialism, as seen in Ngũgĩ wa Thiong’o’s “Decolonising the Mind.”

Cultural Commodification: Relevance in Literary Theories

Literary Theory	Relevance of Cultural Commodification
Marxist Criticism	Marxist theorists analyze the economic structures influencing cultural commodifications, exploring how it perpetuates class divisions.
Postcolonial Criticism	Postcolonial theory examines how cultural commodifications reflects and perpetuates colonial legacies and impacts the identities of colonized peoples.
Feminist Criticism	Feminist literary theory may explore how cultural commodifications reinforce or challenge gender roles and stereotypes, particularly in advertising.
Cultural Studies	Cultural studies engage with cultural commodificationss to understand its societal implications, power dynamics, and impact on shared meanings.
Critical Race Theory	Critical race theorists examine how cultural commodifications contribute to racial inequalities, reinforcing or challenging racial stereotypes.
Globalization Studies	Literary scholars studying globalization explore how cultural commodifications is accelerated by global forces and its impact on cultural diversity.
Queer Theory	Queer theorists may analyze how cultural commodifications intersects with queer identities, examining representations and narratives in commodified culture.
Environmental Criticism	Environmental critics may explore the ecological implications of cultural commodification, particularly in the production and disposal of commodified items.
Semiotics	Semiotic analysis can unveil the encoded meanings in commodified cultural symbols and examine how these symbols contribute to broader cultural narratives.
Deconstruction	Deconstructionists may critique the essentialization and oversimplification inherent in cultural commodifications, emphasizing the need for nuanced readings.

This table outlines the relevance of cultural commodifications in various literary theories, showcasing its multifaceted impact on economic structures, postcolonial dynamics, gender roles, societal meanings, racial inequalities, globalization forces, queer identities, environmental concerns, semiotic interpretations, and the nuances explored through deconstructionist lenses.

Cultural Commodification: Application in Critiques

1. The Great Gatsby by F. Scott Fitzgerald:
   • Critique: Cultural commodifications is evident in Gatsby’s pursuit of wealth to win back Daisy, representing the commodification of love and social status in the Jazz Age. Fitzgerald critiques the hollowness of a society where personal relationships and identities are reduced to marketable symbols of success.
2. Things Fall Apart by Chinua Achebe:
   • Critique: Achebe explores the impact of colonialism on the Igbo culture, revealing how the commodification of African traditions and values by European powers leads to the erosion of cultural identities. The novel critiques the consequences of cultural commodification in the context of colonial encounters.
3. The Namesake by Jhumpa Lahiri:
   • Critique: Lahiri’s novel delves into the complexities of cultural commodifications as the protagonist, Gogol Ganguli, grapples with his name and identity. The work critiques the superficial adoption of cultural elements in diasporic settings, highlighting the tension between assimilation and preserving cultural authenticity.
4. Americanah by Chimamanda Ngozi Adichie:
   • Critique: Adichie critiques the commodifications of race and beauty standards in both American and Nigerian societies. The protagonist, Ifemelu, becomes a successful blogger by discussing racial and cultural issues, reflecting the commodification of personal experiences and identity in the digital age.
5. The Joy Luck Club by Amy Tan:
   • Critique: Tan’s novel explores the commodification of Chinese-American identity as characters navigate the complexities of cultural assimilation. The work critiques the societal pressures that lead to the stereotyping and commodification of immigrant experiences, emphasizing the need for authentic cultural understanding.

Cultural Commodification: Relevant Terms

Term	Description
Cultural Appropriation	Adoption of elements from a marginalized culture by a dominant culture, often leading to commodification.
Orientalism	Western representations of Eastern cultures, contributing to stereotypes and potential cultural commodification.
Hybridity	The blending of cultural elements to create new forms, sometimes as a result of cultural commodifications.
Cultural Imperialism	The imposition of one culture’s values and practices on another, often tied to economic and power dynamics.
Consumer Culture	The dominance of consumerism in shaping cultural values, influencing the commodification of cultural elements.
Neocolonialism	Contemporary economic and cultural influence of former colonial powers, contributing to cultural commodifications.
Cultural Hegemony	Dominance of one cultural group’s values and beliefs over others, influencing the process of cultural commodifications.
Symbolic Violence	The imposition of symbolic meanings that harm or disadvantage certain cultural groups, often tied to commodification.
Postmodernism	A theoretical perspective challenging fixed meanings, influencing the understanding of cultural commodifications.
Cultural Hybridization	The blending of diverse cultural elements, often as a result of globalization and cultural commodifications.

Cultural Commodification: Suggested Readings

1. Adichie, Chimamanda Ngozi. Americanah. Anchor Books, 2013.
2. Achebe, Chinua. Things Fall Apart. Anchor Books, 1994.
3. Baudrillard, Jean. Simulacra and Simulation. University of Michigan Press, 1994.
4. Fitzgerald, F. Scott. The Great Gatsby. Scribner, 2004.
5. Hall, Stuart. Encoding and Decoding in the Television Discourse. Centre for Cultural Studies, 1973.
6. Lahiri, Jhumpa. The Namesake. Mariner Books, 2004.
7. Tan, Amy. The Joy Luck Club. Penguin Books, 2006.
8. Thiong’o, Ngũgĩ wa. Decolonising the Mind: The Politics of Language in African Literature. James Currey, 1986.
9. Roy, Arundhati. The God of Small Things. Random House, 1997.
10. Said, Edward. Orientalism. Vintage Books, 1979.